Marketing
The WSOP has corporate sponsors and licensed products which pay fees to market themselves as an official sponsors and/or licensees and exclusively use the WSOP insignia and cross-promote with their events. Besides the Harrah's properties and ESPN, major sponsors have included Jack Links Beef Jerky, Miller Brewing's "Milwaukee's Best" brand of beers, Pepsi's SoBe Adrenaline Rush energy drink (sponsors of the 2005 TOC), Helene Curtis' Degree brand of anti-perspirant/deodorant, United States Playing Card's Bicycle Pro Cards, Bluff Magazine, GlaxoSmithKline/Bayer's Levitra erectile dysfunction medicine, and The Hershey Company. Licensees include Glu Mobile, Activision (video games for different platforms such as Nintendo's GameCube, Microsoft's Xbox, Sony's PlayStation 2, and PC, featuring computer-generated versions of stars like Ferguson), and products made by different companies ranging from chip sets, playing cards, hand-held games, and clothing like caps and shirts. The official playing cards and chips are manufactured by Excalibur Electronics, Inc. which is based out of Miami, Florida and has been the main chip licensee since 2005. The fees and licenses bring in more than a million dollars to Harrah's.
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